Truly great products and experiences come from people who care. It’s that simple.

When people don’t care, it’s evident. Products are confused and lack a point of view. Customer service representatives are more interested in going home than helping you. Good enough, becomes good enough.

You must push beyond what’s considered a rational amount of effort or time if you intend to make something great. This comes at great emotional and monetary expense. But money alone is not enough. Money won’t magically motivate people to care about making something great. Caring can’t be bought.

People who care are a scarce resource. This is commonly why the largest companies in the world often struggle to create great things, even when they have deep pockets, global reach, and well-paid teams. The people who care, ultimately leave to work with others who care as much as they do.

Creating something great requires that you surround yourself with people who will do whatever it takes to get it right. It’s an obsession, and it’s fueled by caring. Finding these people is hard, but they are supremely worth it. When people who care attack a problem, magical things tend to happen.

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